Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking

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• 作者：Tommi Laukkanen ; ^{tommi.laukkanen@uef.fi" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Consumer resistance ; Adoption ; Rejection ; Service innovation ; Internet banking ; Mobile banking ; Logistic regression
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：July 2016
• 年：2016
• 卷：69
• 期：7
• 页码：2432-2439
• 全文大小：312 K

文摘

This study posits that all innovations meet consumer resistance, and overcoming this opposition must occur prior to product adoption. Factors driving service innovation resistance remain unclear. To better understand this behavior, the present study examines how five theory-driven adoption barriers—usage, value, risk, tradition, and image – as well as three consumer demographics—gender, age, and income—influence consumer adoption versus rejection decisions in Internet and mobile banking. Data from two large nationwide surveys conducted in Finland (n = 1736 consumers) test hypotheses using binary logit models comparing mobile banking adopters versus non-adopters, mobile banking postponers versus rejecters, and Internet banking postponers versus rejecters. Study results find that the value barrier is the strongest inhibitor of Internet and mobile banking adoption. In addition, the image barrier slows mobile banking adoption, and the tradition barrier explains the rejection of Internet banking. Gender and age significantly predict adoption and rejection decisions. The results demonstrate notable differences between these seemingly similar service innovations.